As consumer expectations and data regulations rise in tandem, there’s never been a more critical time to align your data, teams, and tech stack to deliver valuable experiences throughout the customer journey. Adobe’s Anil Chakravarthy, President, Digital Experience Business, understands better than most that smart personalization begins with clear goals and is made possible with the right fusion of talent and technology.
Anil graciously shared his advice for how marketers can power next-generation customer experiences at RampUp 2022. Here’s a look behind the curtain at how Adobe enables personalization at scale.
Identify personalization goals
Digitalization is engrained across the consumer journey. As such, brands must compete for the consumer’s attention with unmatched personalization in ads, emails, special offers, and more, which often floods consumers with digital outreach.
“Getting your message across and standing out has become exponentially harder,” Anil said.
Before choosing a path to deliver personalization, Anil advised that you must decide why you want to personalize the consumer experience and what your brand wants to accomplish. Two questions to ask yourself include:
- Which part of the customer journey do you want to focus on personalizing? For example, do you want personalization at the beginning of the journey to cut through digital marketing competition?
- Where is your company in its development and maturation toward digital marketing and personalization? This answer will impact where you need to begin in aligning your teams and tech stack.
“If you are in high-value goods, for example, your brand is important to the end consumer and you want to have a one-on-one relationship,” Anil said. “So what is it that really matters in personalization? What does the customer value?”
Combine the right people with the right technology
After deciding why and when personalization is critical to your business and marketing needs, it’s imperative to invest in the right tech platforms, team, and partners to deliver this vision. When Anil plans for a large-scale project, such as developing a new tech stack or platform, he begins by evaluating the talent on his team, including himself.
“It starts with me personally, what I am good at and what I need to learn. The art part of marketing does not come naturally to me,” he shared. “It helps that at Adobe there are a lot of people who are really good at that and who’ve done it for a long time.”
Anil also leans on partners to see a fuller picture of customers. “LiveRamp is a great example for us because nobody has that full picture. Even within a customer, a single business unit is not going to have the full picture,” he said.
Marketing is an art and a science
Adobe specializes in data related to the customer journey, and Anil’s team recognizes that continuous evolution is a must. He understands that there is not one solution for aligning talent, tech stacks, and partners to find the right combination for your brand.
His team lets clients discover which part of this process is unique for their company’s growth. “Marketing is an art and a science,” he said. “People have a sense of what they want to accomplish and a vision of where they want to go. Sometimes it’s not a vision that they can articulate yet, but they are able to say, ‘This is how I want to change the nature of how my company as a digital business.’”
Are you ready to help drive growth for your brand through customer personalization? Watch Anil Chakravarthy’s RampUp 2022 session, Powering the Customer Experience Journey, to learn how to choose the right technology, talent, and partners for your personalization goals, leading to enhanced customer engagement.